Plan de Comunicación Estratégica y Marketing digital para la empresa LAMOTORADIGITAL CÍA. LTDA

Abstract

Abstract: At an organizational level, strategic communication takes on an important role, this is both addressing internal aspects and the promotion of a favorable corporate image for clients. Furthermore, digital marketing is known to be a key element of business strategy by establishing an effective approach, it promotes adaptability and flexibility, facilitating quick and effective decision-making in the face of market needs and changes. Organizations that do not adapt to new business communication models find themselves facing competitive disadvantages. Therefore, the objective of this research arises, the development of a strategic communication and digital marketing plan for LAMOTORADIGITAL CÍA. LTDA. The research methodology applied combines qualitative and quantitative elements, they carry out a detailed analysis of strategic communication and digital marketing. Among the main results obtained, it has been identified that the organization requires an improvement in strategic planning and adaptation to market trends. The plan proposes to strengthen the digital presence on social networks and improve the collaborators skills in areas of digital marketing and strategic communication, this is achieved through training programs.